Origin Stories

THE BRIEFAs brand experts, we all know what makes brands resonant. Most of the time, it boils down to a compelling story: understanding how the brand began, why it began, and with whom it began. We call these origin stories. They are especially potent within the worlds of luxury and prestige, creating rich relationships between brands and their consumers.

WHAT WE'RE LOOKING FORCreate a 50-slide Keynote deck (we'll provide the template) that explores this brief in two parts: 1) Explore how premium brands across categories (for example: fragrance, alcohol, fashion, automotive, etc.) are using origin stories. What roles do history, nostalgia, provenance, and characters play in these stories? How are brands modernizing their origin stories to have novel, culturally-relevant conversations with their consumers today? 2) Now that you've examined origin at large, explore how it applies specifically to French origin. How can premium brands that live outside of France use their French origin powerfully and authentically? How can they use this origin to have global conversations?

TIMINGAwarded: Monday, November 11thCheck-In: Thursday, November 14thDelivery: Monday, November 18th